GOT MILK? GOES EXTRATERRESTRIAL

The new GOT MILK? commercials, entitled “Landing Party,” “Farmer,” “Communication,” “The Ship” and “Homecoming” represent a significant departure for the folks best-known for creating food and milk-deprived worlds.  

“Landing Party,” the first in the series, opens on a distant planet, where a tunic-wearing alien ruler, is seated at a throne with his leg in a cast.  A lesser-ranked alien dignitary enters the room with his arm in a sling to share the marvelous news that, “on planet Earth, two-legged worker beings are granted a nectar that helps maintain bone strength and promote better sleep.”  Back on planet earth, two alien scientists search a dairy barn for the source of the wonder elixir, which they mistakenly pronounce: “DA-IRY.” The spot then closes with the now ubiquitous GOT MILK?

Subsequent “Alien” spots tout additional benefits of milk and follow the escapades of the alien scientists as they attempt to bring a cow back to their alien planet, Brittlactica.  On Brittlactica, alien rulers of nations like “Papau Hairthinny,” “Cavitopia,” “Insomniastan” and “PSMtonia” help drive the multiple health benefit messaging home in a light-hearted and entertaining way.

Developed by longtime CMPB advertising partners, San Francisco-based Goodby, Silverstein & Partners, GOT MILK?’s Aliens aim to reposition milk as a new product, never-before-seen in this way.  Viewers get a glimpse of milk via fresh eyes, in this case, through extraterrestrial beings in search of milk’s wonder-tonic properties.

Now in its twelfth year, GOT MILK? has helped sell millions of gallons of milk and become an American icon.  The dairy industry spends $150-million annually to support GOT MILK?, including for use on those Milk Mustache ads.  In addition, GOT MILK? is a hot property licensed on hundreds of products over the last decade.